Brands hire me, but I work for shoppers. I study culture, position brands, and create experiences.
For consumers. It's more about them, than the brand.
"More We, Less Me." That's my Mantra
In a world full of noise, I cut through. Empathy is my tool for strategy, creativity and innovation. Empathy has the power to turn brands from entities to ecosystems where communities thrive. I capture the pulse of cultural shifts, making brands matter in today's world.
"Creative Intelligence for a Collective Culture." That's my Vision
"Creative Intelligence is the art of attentively crafting a brand positioning, infused with passion and purpose, and magnifying it through the soulful energy of creativity."
A creative force with 30 years of forward-thinking strategies and innovations.
Meet Shu. After 20 years of innovation and strategy in retail and digital, he embraced retail design and creative direction. From the corporate world of Kering and Nespresso to the startup ecosystems, he's done it all.
Globetrotter. Game-changer. From South Asia, educated on multiple continents and rooted in Paris, Shu leads with an inclusive approach, blending diverse cultures into every project.
He's a bridge from business to creativity, transforming strategic visions into positive impacts.
Unite voices. Spark change. Shu's the brains behind multiple transformative concepts and creative directions. Think strategy meets design meets digital revolution. Turning bold ideas into collective transformational change and measurable successes.
Our Impact
From strategic visions to creative positive impact.
Transforming a Seasonal Brand into a Year-Round Icon
How do you transition a brand known for winter sports into a beloved four-season mountain lifestyle choice?
We orchestrated a multi-brand retail concept inspired by anticipation, crafting an identity that celebrates mountain life throughout the year. We successfully introduced a new tagline and brand platform, influencing the brand's perception and driving a fresh narrative for the 2025-2026 collections.
Imagining the Future of Wellness Retail
How can pharmacies innovate to enhance business performance and wellness offerings?
We delivered an inspiration module focused on retail optimisation and shared future wellness trends in a keynote speech at the international marketing meeting. We elevated the brand's approach to wellness, positioning it at the forefront of the industry’s future.
Revolutionising Retail with Omnichannel Strategies
How do you unify disparate sales channels for a seamless customer experience?
We integrated retail marketing and e-commerce teams under a unified, data-centric CRM approach to refine customer journeys. As a result, we doubled the share of sales generated through omnichannel services, enhancing customer satisfaction and brand loyalty.
Spearheading Digital Innovation in Finance
How can a financial institution innovate rapidly to meet evolving customer needs?
We established a digital lab, adopting agile methodologies to develop and test multi-device functionalities. We accelerated innovation, resulting in a significant increase in multi-device functionality across the institution's web presence.
Redesigning Retail to Elevate Brand Experience
How do you reimagine a department store to enhance customer engagement and sales?
We directed a comprehensive redesign to modernise the in-store experience, appealing to premium brands and customers alike. The store achieved an 18% uplift in average basket size, revitalising the store’s brand and customer appeal.
Retail Strategy for an Emerging Market
How do you capture emerging market segments in the home improvement industry?
We developed a hybrid B2B2C format tailored for developing countries, incorporating innovative store concepts. the concept facilitated the evolution of existing store formats, capturing new segments and enriching the brand's market presence.
Re-launching a Shopping Centre with Ethnographic Insight
How do you rejuvenate a shopping centre to increase its value and appeal?
We conducted comprehensive ethno-research to inform the redesign and rebranding strategy, focusing on community and brand identity. It resulted in a 170% increase in asset value, 12% more footfalls, an 11% sales boost, and a significant occupancy rise.